Date of Publication

9-1-2020

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization

Thesis Adviser

Shieradel Jimenez

Defense Panel Chair

Benito Teehankee

Defense Panel Member

Marissa Marasigan
Carlo Gonzales

Abstract/Summary

The primary purpose of this action research is to improve the sales of a family-owned hospitality business with the use of social media marketing. The focus of this study is a family- owned events place that is in the province of Camarines Sur. Due to urbanization, the company began to experience low profitability because of the rise in competition in the city. In analyzing the company’s product life stage and marketing strategies, tools such as the Product Life Cycle and Ansoff matrix was used. Through this step, the team was able to recognize that the company’s marketing strategies were already outdated and need to be refurbished. Upon further analysis of the company’s external environment, the team was able to acknowledge the opportunity to capitalize on social media marketing. This strategy enabled the team to conduct two action research cycles to achieve its goal of sales growth. The first cycle was composed of steps on how to build the online presence of the company.

In contrast, the second cycle was focused on providing excellent customer service by efficiently answering online inquiries. At the end of the study, the team concluded that social media marketing is an effective marketing strategy in boosting sales. Nevertheless, we should keep in mind that social media platforms are just marketing channels to increase a company’s online presence. The translation of sales remains with how the company handles its customer service.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Sales management; Family-owned business enterprises

Upload Full Text

wf_yes

Embargo Period

5-27-2022

Download

Share

COinS